Brand identity kit · v2.0

The Digital SoLucians
identity.

Brand guidelines, style guide and visual identity in one place: the logo and how it was conceived, its rules, colours, typography, icons, pattern, applications and ready-made files. This page is the source of truth for the website, promo material and every DS venture.

All files (.zip) Brand kit PDF Brand kit EPS

The kit at a glance

The whole identity on one sheet: logo variations, palette, type, the mark's concept and construction, pattern, icons, applications (tote, tee, app icon, social), stationery and tone of voice. Download it as PDF, EPS (vector, for print) or PNG.

Logo

The DS mark is drawn from circles only. The D is a half-circle on a straight stem: a solid foundation. The S is a single circle sliced on a 45° diagonal and pulled apart by the same 6-unit gap that separates it from the D: one idea, split into parts that work together. That is what a solution is, and it is the "Solutions" in SoLucians.

FoundationThe half-circle D in Lucian Sky, the cerulean of the Saint Lucia flag: sea, sky and a solid base.

SolutionOne circle split on the diagonal into two halves that only work together. Ink on light, white on dark.

ConnectionA single 6-unit gap runs through the S and between the letters. Never close it or fill it in.

How it was conceived. The 2018 logo paired a light-blue D with a gray S built from half-circles. The 2026 refresh kept that idea (letters made of circle segments, separated by white space) and explored more than a dozen geometric directions before landing here: the D became a pure half-circle and the S a single split circle, every corner rounded to the same radius, every gap the same width. The gray became ink, so the mark holds up on any background, down to a 16px browser icon.

Construction

Drawn on a 145.5 × 100 grid. Three circles define every curve and the gap is always 6 units, both across the S's diagonal cut and at the closest point between D and S. The S is point-symmetric and centred on the D's height. Every corner is rounded with the same 4-unit radius.

D: 10-unit stem + half-circle, radius 50
S: one circle, radius 40, cut at 45°
Gap: 6 units, inside the S and between letters
Corners: radius 4 everywhere

Versions & downloads

Use the horizontal logo by default. Use the stacked logo where space is square, and the mark on its own only where the name already appears nearby or space is tight (avatars, favicons, app icons). SVG is best everywhere it's supported.

HorizontalSVG EPS PNG

Horizontal, on darkSVG EPS PNG

StackedSVG EPS PNG

Stacked, on darkSVG EPS PNG

MarkSVG EPS PNG

App icon, inkSVG EPS PNG

App icon, skySVG EPS PNG

One colour, inkSVG EPS

One colour, whiteSVG EPS

Usage

Give the logo room to breathe and keep it exactly as drawn.

Clear spaceKeep a margin of at least half the mark's height on every side.

110px wide

16px tall

Minimum sizeHorizontal logo 110px wide on screen (30mm in print). The mark alone works down to 16px.

Please don't

Stretch or squash it

Change the colours

Rotate it

Place it on busy or low-contrast backgrounds

Add shadows or effects

digital solucians

Retype the wordmark

Colour

Sky, ink and white do most of the work, the colours of the Saint Lucia flag. Gold is a spark: badges, highlights, one detail at a time. For blue text or links on white, use Ocean (Sky is too light to read as text).

Tap a colour to copy its hex code. CMYK values are conversions; check them against a printed proof.

Suggested balance in layouts: Ink 45 · White 30 · Sky 18 · Ocean 4 · Gold 3.

Typography

Two free Google fonts. Outfit is geometric and round like the mark, so it carries headlines and the wordmark. Inter is built for screens and handles everything else.

Display · Outfit SemiBold 600

Design. Build. Launch.

Aa Bb Cc Dd Ee Ff Gg 0123456789

Headlines: tight tracking (−3%), line height 1.0–1.1. Two-tone headings: second line in Faint.

Body · Inter Regular 400 / SemiBold 600

Digital SoLucians turns ideas into brands, websites and software. Body text is 16–18px with a 1.6 line height, set in Soft on white.

Aa Bb Cc Dd Ee Ff Gg 0123456789

Buttons and labels in SemiBold. Keep lines under ~75 characters.

Type scale

RoleFont & weightSize / line heightTrackingSample

DisplayOutfit SemiBold 60048–84px / 1.0−3.5%Design. Build.

Heading 2Outfit SemiBold 60032–52px / 1.05−3%Everything digital

Heading 3Outfit SemiBold 60019–22px / 1.3−1.5%Launch & grow

BodyInter Regular 40016–18px / 1.60Brands, websites and software.

UI & buttonsInter SemiBold 60014–15px / 1.2−0.5%Start a project

LabelInter SemiBold 600, caps12–13px+6–14%EST. 2018 · SAINT LUCIA

Both fonts are free under the SIL Open Font License: Outfit and Inter on Google Fonts. In Word or Canva, fall back to Arial if they aren't installed. Never set the wordmark in type; always use the logo file.

Voice

Clear over clever. Plain words, short sentences, no jargon.
Warm and local. Proudly Saint Lucian, welcoming to everyone.
Practical. Say what we'll do and what happens next.
Honest. No inflated numbers or promises we can't keep.

Iconography

The same 34 line icons the website uses, ready for promo material: 24 × 24 grid, 1.75 stroke, round caps and joins, so they echo the mark's rounded corners. Use them in Ink, White or Sky, never filled or multicoloured. Click any icon to download it; the zip has Ink, White and Sky versions plus a sprite.

arrow

arrow-ur

check

pen

app

zap

chart

megaphone

printer

bag

doc

cap

Pattern & slice device

Two graphic devices that come straight from the mark. The pattern repeats the whole mark tone-on-tone with one accent, for backgrounds, packaging and merch. The slice is the S's 45° cut, used as a corner or band on covers, social posts, business cards and stationery.

Pattern, darkSVG tile

Pattern, lightSVG tile

Slice deviceSVG

DS ventures

Every product DS builds keeps its own brand and links back to the hub with a Built by Digital SoLucians badge in its footer.

SVG EPS PNG

<a href="https://digitalsolucians.com" target="_blank" rel="noopener">
  <img src="https://digitalsolucians.com/assets/brand/built-by-ds.svg"
       alt="Built by Digital SoLucians" height="28">
</a>

The Digital SoLuciansidentity.